Sustainable Business. Motivating Business Leaders to Social Responsible Behaviour

The paper deals with the question, if it is possible to join the social and environmental criteria with that of the inner idea of doing business, which is to make a profit and shareholder value? The business is seen as a part of legal, social and environmental systems. It explains three steps in which companies could adopt the idea of corporate social responsibility: managing risks, managing for value and creating shared value, as well as discusses the newest strategies of subnational companies on developed and emerging markets. It comes to conclusion that private business cannot consider anything other than profit orientation and shareholder/investor value. If business voluntarily takes upon himself higher obligation in the sense of corporate social responsibility, it must evaluate this strategy over the longer term as an advantage over competitors, and thus, the growth of value for shareholders.